THE ROLE OF BRANDING ON THE MARKETING OF MADE IN NIGERIA SHOES WITHIN BIRNIN KEBBI METROPOLIS

This study evaluated the role of branding on the marketing of made-in-Nigeria shoes, examining how strategic brand identities can overcome consumer bias and improve market share. Despite the high craftsmanship and economic potential of indigenous leather footwear production hubs like Aba, local manufacturers struggle with low sales volume and a persistent consumer preference for foreign alternatives. The primary objective of this research was to investigate the relationship between product branding elements—such as brand names, trademarks, and packaging—and consumer purchasing behavior. The study adopted a descriptive survey research design. Primary data were gathered using structured questionnaires distributed to a sample size of 150 respondents, comprising shoe buyers, retailers, and local manufacturers. Data analysis was performed using percentage distributions and Chi-square (\(\chi ^{2}\)) statistical tests to validate the hypotheses at a 0.05 level of significance. The findings revealed that product branding exerts a significant positive influence on customer patronage and brand loyalty. The statistical results demonstrated that unique brand identities effectively neutralize the "Country-of-Origin" bias, allowing local shoes to compete with foreign brands on perceived prestige rather than just price. Proper packaging and clear brand messaging were identified as the strongest drivers of consumer trust and repeat purchases. Based on these outcomes, the study recommends that indigenous shoe manufacturers must transition from unbranded, white-label production to building distinct, registered corporate brands. Furthermore, agencies like the Manufacturers Association of Nigeria (MAN) should partner with digital platforms to drive national sensitization campaigns that emphasize the durability, comfort, and premium design of domestic footwear. Keywords: Product Branding, Footwear Marketing, Made-in-Nigeria Goods, Consumer Behavior, Aba Shoe Cluster.